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Diageo SA launches bar mentorship programme for previously disadvantaged bartenders

by bartenders for bartenders
by bartenders for bartenders

Diageo SA launches bar mentorship programme for previously disadvantaged bartenders

A ‘by bartenders for bartenders’ programme because doing good tastes better

Ten of South Africa’s foremost bar industry experts will mentor 100 previously disadvantaged bar staff through Diageo SA’s newly-launched The Hand-Up Mentorship Programme.

The ‘by bartenders for bartenders’ programme aims to upskill entry level bartenders to become competitors in Diageo’s World Class competition, which has supported, trained and inspired more than 400 000 bartenders across 60 countries.

“We are looking at helping create better bartenders so they can have great CVs and can get themselves good jobs,” said Brent Perremore, one of the programme founders, World Class 2021 champion and owner of Art of Duplicity.

“We decided to focus on a diverse group of young women and black men bar staff as, every year, the Diageo Bar Academy gets solid entries from them, but they tend to drop off before the national finals and don’t make into World Class. We want to focus on upskilling these bartenders by providing them with stock, equipment and training to practice mixing drinks to help them improve, thereby adding diversity to those working in the bartending industry.”

The idea for The Hand-Up Programme was born in 2019, when bartender and World Class 2021 champion, Perremore, was diagnosed with Guillain-Barre Syndrome and left temporarily paralysed. “The community fundraised to help give me a hand up and help me fund leg braces. I started thinking of ways to give back and, in tandem with industry players Bradley Jacobs and Cassandra Eichhoff, came up with the idea for a mentorship programme for bartenders who need a hand up,” Perremore said.

The nine-month campaign, worth more than R450 000, starts in August 2021 and sees the mentees prepared for the World Class National in April 2022.

Mentees were selected from staff at bars that are Diageo SA customers and are primarily female and black. “Our mentors and sales representatives selected deserving candidates, who they believed, were displayed a passion for the industry and a dedication for self-improvement, but who had not yet had an opportunity to take the next step.”

Some of the mentors are Perremore, World Class 2021 champion and owner of Art of Duplicity; Casandra Eichhoff, finalist at World Class 2020; Mish Cherrie Channah, four-time World Class contestant; Haroon Haffegee World Class National runner up; Sabrina Traubner World Class regional finalist and trainer at EBS; Chantelle Horne, former World Class Ambassador; and Casandra Eichhoff, third place finalist World Class 2020 and winner of Mentor of the year at BAR awards to year in a row.

The programme will run in Johannesburg, Durban, and Cape Town, with mentors split between the cities.

The Hands-Up Programme aligns with Diageo SA’s prioritisation of inclusion and diversity in its business model.

“Many low-income people start out doing bar tendering as a form of employment until they can find something better, but through the Bar Academy and now The Hand-Up Programme, this could become a career path for them as they can have a successful career. Those who do well at regional, national and World Class competitions build their CVs and see more doors opened to them, so we are focused on growing and developing new players in the industry.”

“Diageo SA knows that the best performing businesses prioritise inclusion and diversity and we believe it is crucial to create a culture with inclusion and diversity at its heart,” said Diageo SA’s Marketing Director, Zizwe Vundla.

                                                                                                                       

ABOUT THE DIAGEO BAR ACADEMY

The Diageo Bar Academy is an international top training, inspiration and networking hub for bar professionals to enhance their careers.

Implemented in South Africa, it provides training as well as education in bar news, cocktail trends, drinks inspiration, access to a global network of experts and insights from some of the industry's leading influencers and world-renowned bartenders.

Full list of the mentors:

  • Brent Perremore, World Class 2021 champion and owner of Art of Duplicity
  • Julian Short, World Class 2017 champion and owner of Sin and Tax;
  • Mish Cherrie Channah, four-time World Class contestant;
  • George Hunter Multiple competition winner and beverage manager at Saint and Marble;
  • Dom De Lorenzo World Class 2015 champion;
  • Reginald Mthembu, current World Class Ambassadors;
  • Bradley Jacobs, current World Class Ambassadors;
  • Haroon Haffegee World Class National runner up;
  • Simtho Mnisi, current World Class Ambassador;
  • Ryan Duvenage, current head trainer of DBA Africa;
  • Sabrina Traubner, World Class regional finalist and trainer at EBS;
  • Chantelle Horne, former World Class Ambassador;
  • Leighton Rathbone, World Class National finalist and beverage manager at Gorgeous George,
  • Casandra Eichhoff, third place finalist World Class 2020 and winner of Mentor of the year at BAR awards to year in a row;
  • Evert De Jong, two-time National finalist and owner of Sin and Tax; and
  • Jermaine Manda, World Class contestant and head bartender at Asoka Bar.

 

ABOUT DIAGEO

Diageo is a global leader in beverage alcohol with an outstanding portfolio of brands consisting of Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness and many more. Diageo's alcohol beverages are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

For more information about Diageo, visit www.diageo.com and Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.